Tools that are used to automate marketing sequences, drip campaigns, that are trigged through some pre-determined actions done by the user during interaction with your website or your platform. Those tools usually use chatbots, SMS, Email Marketing and Landing Pages to push your lead through the funnel.
Marketing automation can be summed up as the possibility to increase sales of companies without needing more salespeople. That simple. In the same way that the industry produces more cars without necessarily hiring more people. Marketing automation is the union of technologies and processes for those interested in sales and marketing, with the objective of increasing the efficiency and results of marketing activities. Marketing automation consists of 3 parts:
Track all points of contact between companies and potential customers (leads). We know that the perception we have about a company is the sum of all the times we interact with it. The exchanges of emails, the calls, the search for information on the website, a post on Facebook, the sum of it all results in the company’s image. Now imagine gathering all of this in the customer’s profile, viewing all the interactions they had or did not have with the company, knowing which emails they opened, which pages of the website they browsed, how long they haven’t accessed their content, this information is valuable to segment the base, customize content and qualify the best leads to enter the sales process.
Automate execution. Automate individual and repetitive marketing tasks. Probably some of your company’s daily marketing tasks are sending email marketing, promoting on social media, creating persuasive pages on the site, developing interesting content for leads at all stages in the sales funnel, creating ads on Adwords, Facebook Ads, tasks that can be automated using marketing automation tools and often reducing reliance on programmers and designers.
Generate a report of the best multichannel actions (website, blog, social media, email, website, ads) and identify which actions generated the most results. All advertisers want to know the impact of their actions and to know for example how many people have seen and shared their content. This information has always been very difficult to identify in traditional formats such as TV, radio, newspaper, and magazine. Although this information is always available in digital marketing, the tools available to generate reports showed the results of the actions in a fragmented way and the difficulty proportionally increased the variety and the size of the advertiser’s investments. Today the Marketing Automation tools deliver the result in sales of each share with more clarity and speed.
The reason that marketing automation has become a critical part of the marketing world is that it solves the problem of how to become relevant at scale.